| A review of the impact of new media on public relations: Challenges for terrain, practice and education M James Asia Pacific Public Relations Journal 8 (1), 137-148, 2007 | 112 | 2007 |
| Positioning theory and strategic communication: A new approach to public relations research and practice M James Routledge, 2014 | 107 | 2014 |
| Talking back: Reflecting on feminism, public relations and research K Fitch, M James, J Motion Public Relations Review 42 (2), 279-287, 2016 | 70 | 2016 |
| Not everyone’s aboard the online public relations train: The use (and non-use) of social media by public relations practitioners P Robson, M James PRism 9 (1), 1-18, 2013 | 47 | 2013 |
| A provisional conceptual framework for intentional positioning in public relations M James Journal of Public Relations Research 23 (1), 93-118, 2010 | 43 | 2010 |
| Autoethnography: The story of applying a conceptual framework for intentional positioning to public relations practice M James Public Relations Review 38 (4), 555-564, 2012 | 39 | 2012 |
| Situating a new voice in public relations: The application of positioning theory to research and practice MB James Media International Australia, 34-41, 2015 | 31 | 2015 |
| Positioning a price on carbon: Applying a proposed hybrid method of positioning discourse analysis for public relations D Wise, M James Public relations inquiry 2 (3), 327-353, 2013 | 29 | 2013 |
| Trialling PR2. 0: an exploratory study of the non-capital city practitioner's social media use P Robson, M James Asia Pacific Public Relations Journal 12 (2), 19-40, 2011 | 29 | 2011 |
| Rethinking role theory in foreign policy analysis: Introducing positioning theory to international relations F Baert, L Van Langenhove, M James Papers on Social Representations 28 (1), 4.1-4.20, 2019 | 23 | 2019 |
| Getting to the heart of public relations: the concept of strategic intent M James Asia Pacific public relations journal 10, 109-122, 2009 | 21 | 2009 |
| Would you like popcorn with that download? A uses and gratifications study into the motivations of legal and illegal film consumption L Henkel, M James, N Croce Quarterly Review of Film and Video 33 (1), 46-63, 2016 | 19 | 2016 |
| Ready, aim, fire: Key messages in public relations campaigns M James PRism https://www.prismjournal.org/uploads/1/2/5/6/125661607/v8-no1-a7.pdf 8 …, 2011 | 18 | 2011 |
| The use of intentional positioning techniques in government agencies communication campaigns M James The Proceedings of Bledcom–17th International Public Relations Research …, 2010 | 14 | 2010 |
| Emergent strategy M James The international encyclopedia of strategic communication, 1-10, 2018 | 12 | 2018 |
| Strategic readiness M James The international encyclopedia of strategic communication, 1-5, 2018 | 10 | 2018 |
| A WIL and a way: Integrating authentic learning experiences to develop work-ready communication students J Fulton, P Scott, M James, J Sandner Refereed proceedings of the Australian and New Zealand Communication …, 2017 | 8 | 2017 |
| Virtual strategic positioning to create social presence: reporting on the use of a telepresence robot M James, D Wise, L Van Langenhove Papers on social representations 28 (1), 2.1-2.30, 2019 | 7 | 2019 |
| Emergent strategy RL Heath, W Johansen, M James The International encyclopedia of strategic communication 1, 1-7, 2018 | 7 | 2018 |
| Driving learning through blogging: Students’ perceptions of a reading journal blog assessment task. M James PRism 5, 2007 | 6 | 2007 |
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